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Abstract

Purpose
This study aims to examine the effects of e-commerce on the female consumer behaviour
towards apparel purchases.
Methodology
A questionnaire was conducted and self-administered to a purposive sample of 118 female
participants between the ages of 20 and 60. The data was then analysed using IBM SPSS 19
Statistics.
Findings
Results showed that female consumers were beginning to express an interest in technological
advances in regards to multi-channel shopping, however did not necessarily play a role in
motivating online shopping behaviour. Findings also indicated that the ability and
convenience to shop at any time of the day is the most likely factor which encourages online
consumption between the sample participants. Results did not identify a relationship between
consumer age and her online shopping behaviour patterns. Finally, the study suggested that
the most probable factor which dissuades female consumers to purchase apparel online is
concerns that the product will not be of a suitable fit.
Research limitations
Results cannot be generalizable to other potential consumer groups. Therefore, future
research should include other population groups such as women aged below 20 or above 60
or could be expanded to male consumer groups. Furthermore, as there was no scope for cross
cultural examination, a similar study could be conducted for consumers who are inhabited
outside the UK.
Originality
This study is the first to investigate the effects of e-commerce on the female consumers'
behaviour towards apparel purchases and their attitudes towards technological shopping
advancements. Furthermore, the study seeks to examine if characteristics such as age play a
role in women's online shopping patterns and the motivations and concerns associated with
their online apparel shopping behaviour.